Urgo Medical chooses dewinter to help nurses get stubborn wounds healing

Global wound care company Urgo Medical has appointed dewinter, the Chester-based integrated marketing agency, to create a UK-wide campaign for UrgoClean Ag, a dressing that nurses use to treat wounds that are slow to heal.

Urgo Medical is the UK business of the Urgo Group, a family-owned French healthcare company that has been developing wound care products for more than 140 years. Its dressings and bandages are used every day by NHS nurses in hospitals, GP surgeries, care homes and patients’ own homes.</p>

The brief:

Some wounds, such as leg ulcers, pressure sores and diabetic foot wounds, can take months or even y

ears to heal. A common reason is that dead tissue, bacteria and debris build up on the surface of the wound and stop healthy new skin from growing. Clearing this away, a process known as debridement, is one of the most important steps towards healing.

UrgoClean Ag is designed to clean the wound and remove that build-up gently, while silver in the dressing helps to fight infection. However, many nurses see debridement as a job for specialists, so wounds can wait too long for treatment. Urgo needed a campaign that would explain the process in simple terms and give every nurse the confidence to start it.

Urgo chose dewinter for the agency’s extensive experience in healthcare and wound care marketing, its ability to turn complex clinical evidence into clear and accurate messages, and dewinter’s integrated offer, which delivers whole campaigns from the creative concept to every email, illustration and social media post.

dewinter created the campaign ‘Clean. Debride. Heal.’ – three simple words that sum up the steps a nurse takes to get a stalled wound healing again. The campaign included a high impact creative designed across web, email, social content, consensus report collateral, an interactive education quiz and online training session.

Kate Cox, Managing Director of dewinter, said:

“Debridement is an essential step in wound healing and new research revealed some reticence and lack of understanding for some healthcare professionals. Using this evidence to help change the way nurses approach debridement only happens when the message is clear, accurate and easy to act on. That’s where our 35 years of healthcare experience comes in. Our team reads the evidence, understands what the nurse is up against, and then finds the creative idea that makes it stick. ‘Clean. Debride. Heal.’ Keeps it simple.

“We bring strategy, creativity and every channel together, and we genuinely care about getting it right. That’s what keeps global healthcare brands working with us year after year.”

About:

Founded in Chester in 1989, dewinter is an award-winning integrated marketing agency with more than 35 years’ experience. Its particular strength is turning complicated messages into simple, memorable communications. The team covers strategy, branding, copywriting, design, PR, digital and social media, email marketing, video and events. Healthcare is one of the agency’s specialisms, and it works with global companies including Urgo Medical and Convatec, alongside technology, manufacturing and energy businesses, with campaigns reaching audiences across the UK, Europe and the USA. Its work has been recognised at the CIPR, PRCA DARE and PR Moment awards among others.